Japan International Cooperation Agency (JICA)

Sustainable Natural Resource Management Project (SNRM)

FINAL REPORT

Formulating Market Strategy and creating Branding labels for MAB products to assist

and to promote The Sustainable Natural Resource Management of LangBiang World

Biosphere Reserve (LBBR)

November 2017

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This report was prepared as a part of the Sustainable Natural Resource Management Project

(SNRM) funded by the Japan International Cooperation Agency (JICA) and executed by the

Ministry of Agriculture and Rural Development of Viet Nam from 2015 to 2020.

The views expressed in this report are those of the authors and do not necessarily reflect the

view of SNRM or JICA.

JICA/SNRM encourages reproduction and dissemination of material in this report. Non-

commercial uses will be authorized free of charge upon request. Reproduction for

commercial purposes, please contact JICA/SNRM for a prior and specific agreement.

All queries should be addressed to:

Officer in Charge of Forestry Projects / Programs

JICA Viet Nam Office

11F Corner Stone Building, 16 Phan Chu Trinh, Hoan Kiem, Ha Noi, Viet Nam

Tel: +84-4-3831-5005

Fax: + 84-4-3831-5009

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LIST OF ABBREVIATIONS

BSMs benefit sharing mechanisms

CMA collaborative management agreement

CO Carbonate

CO., Ltd Limited Company

ECO Ecological

JICA Japan International Cooperation Agency

LBBR LangBiang World Biosphere Reserve

MAB Man and Biosphere Program

R&D Research and Development

SWOT analysis Useful technique for understanding the Strengths and

Weaknesses, and for identifying both the Opportunities open

and the Threats

CSR Corporate Responsibility

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TABLE OF CONTENTS

ABOUT LANGBIANG WORLD BIOSPHERE RESERVES, LAM DONG, VIETNAM................................... 7

EXECUTIVE SUMMARY ........................................................................................................................................ 8

CASE STUDY ............................................................................................................................................................. 9

1. CONSERVATION MANAGEMENT AND BRANDING MODEL OF LAND CRAB IN CHAM ISLAND.

9 2. QUANG BINH ECOLOGICAL CO., LTD - TUYEN HOA HONEY.......................................................... 10 3. MARKETING OF LOCAL PRODUCTS IN RHOEN BIOSPHERE RESERVE ........................................ 11

KEY FINDINGS ....................................................................................................................................................... 12

IDENTIFICATION AND RECCOMMENDATIONS FOR LBBR’S KEY “NATURE MADE” PRODUCTS

.................................................................................................................................................................................... 13

NATURE MADE PRODUCTS ............................................................................................................................... 13

1. REVIVING LOST ARTS & RESTORING FADING CULTURE HERITAGES ........................................ 13 2. IDENTIFIED LBBR MARKETABLE “NATURE MADE” PRODUCTS .................................................. 15

A/ Key agriculture products found and their current situations ....................................................................... 15 B/ Nature made water (Forest’s water also known as sky water) ..................................................................... 18 C/ Eco Tours / Environment Educational and Conferences ............................................................................. 19

QUALIFIED “NATURE MADE” AS PART OF LBBR BRANDING BIG PICTURE ..................................... 20

MARKETING LANGBIANG WORLD BIOSPHERE RESERVE ..................................................................... 22

A/ FINDING SUSTAINABLE WAYS TO KEEP LBBR ALIVE ......................................................................... 22 1. CHALLENGES AHEAD .......................................................................................................................... 22 2. PUBLIC AWARENESS CAMPAIGN SUGGESTION .............................................................................. 23

B/ LBBR COMMUNICATION APPROACH ....................................................................................................... 26 1. MYTH ...................................................................................................................................................... 26 2. FACT ....................................................................................................................................................... 26 3. COMMUNICATION MESSAGES: INSPIRING PEOPLE WITH A TWIST ............................................ 27

IDENTITY AND LABELING LBBR ..................................................................................................................... 28

RECOMMENDATIONS FOR POTENTIAL DEVELOPMENTS ..................................................................... 29

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A/ FINDING FANS & FRIENDS SUPPORTS “MAKING LANGBIANG TRADE MARK A SYMBOL OF

FRIENDSHIP AND A PROFITABLE IDEA” ...................................................................................................... 29 B/ FARMER’S MARKET, A MARKETING STRATERGY FOR LBBR’S NATURE MADE PRODUCTS ...... 30 C/ BE VISIBLE WHENEVER POSSIBLE ........................................................................................................... 32

1. DALAT FLOWER FESTIVAL .................................................................................................................. 32 2. DALAT TEA FESTIVAL: EVERY 2 YEARS EVENT................................................................................ 33 3. GONG FESTIVAL IN HIGHLANDS ....................................................................................................... 34 4. STREAM GENIE WORSHIP CEREMONY ............................................................................................. 34

PILOT PRODUCT OF NATURE MADE (1) “SKY WATER” ............................................................................. 36

PILOT PRODUCT OF NATURE MADE (2) “PERSIMMON” ................................................................................ 40

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OBJECTIVE/PURPOSE

he main objective of the project is to establish an integrated and collaborative ecosystem

management system for sustainable conservation and management of the LBBR, prevent

further encroachment from the buffer zone to the core zone. Specifically, the project aims

to: Establish an institutional framework necessary for management and operations of the LBBR;

Upgrade/improve the collaborative management agreement (CMA) with the benefit sharing

mechanisms (BSMs) as a tool for conservation of forest ecosystems in the core and buffer zones

of the LBBR; Use the results of forest and biodiversity monitoring for the management of the

core and buffer zones of the LBBR.

The purpose of this comprehensive marketing plan is to provide strategic marketing direction to

preserve a sustainable life within the LangBiang Biosphere World Reserves (LBBR).

This plan will position LBBR in the purpose of better economic and cultural growth for

LangBiang World Biosphere Reserves and its indigenous people. This plan allows us to be

competitive with Eco education, tourism, and local agricultures products.

T

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ABOUT LANGBIANG WORLD BIOSPHERE RESERVES, LAM DONG, VIETNAM

haped by the lusted green of Lang Biang Plateau, and the high Bidoup Ban in Lac Duong

District, Lam Dong Province. It is also known as the roof of the city of Dalat. From the

top, LangBiang boasting its spectacular nature wrapping around by Gold and Silver stream,

as well as its marvelous view of Dalat, the romantic icon city of Vietnam. Home of the

best coffee in the country, A place of forever views, forever memories and the adventure of the

untamed wilderness and splendid legends. LangBiang connects you to warm, genuine,

hardworking indigenous people who possess a perspective on life that is uniquely Vietnam and

inherently individual. People who look you in the eyes, big friendly smile, and take time to

welcome you home.

S

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EXECUTIVE SUMMARY

he following Marketing Plan serves as an inspirational identity guide for Lang Biang

World Biosphere Reserves (LBBR) as a destination where men and nature coexist in a

sustainable way, and for better life. This document offers the reader comprehensive

insight for LBBR as a destination and an overview of the strategies, activities, goals and

plans to grow for both tangible and non-tangible products of LBBR.

It is important to note that this plan is a broad-brush, high-level strategic view, from which

actions will be developed. It is meant to be a living, and at times fluid, document that will allow

the LBBR MB to continually refine actions based upon opportunities, existing resources,

ongoing research, and the ever-changing demands of LBBR’s dynamic resources in marketplace.

“Nature made” products and public contribution are crucial to the LBBR economy. This plan

provides strategic direction to help guide success for LBBR’s Visitors, Stakeholders and the

Local community with goals to drive the economic and social importance of the well being of

LBBR.

In order to fulfill the mission and objectives of this document, a branding committee should be

organized within LBBR MB, consisting of members of provincial government organizations

including Dalat city, private businesses, offices of tourism, environmental experts, farmers and

surrounding local representatives, but not limited to neighboring communities of LBBR. The

role of the committee is to lead the effort of preserving LBBR natural environment, managing

the visual identity of LBBR branding, protecting its good image through inspection and

qualifying products from LBBR.

The main goal of this plan is to pursue natural sustainability to LBBR. The management committee

will inspire, follow recommendations of this marketing plan and direction outline to generate

funding by effectively marketing the LBBR’s trade mark as a preferred mark to consumers, and

visitors of LBBR. Support for LBBR trade-mark by individuals, industries and businesses will

benefit additional economic growth and prosper resulting in a positive environmental impact for

Lang Biang, for Vietnam, and for the world.

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CASE STUDY

he followings are Biosphere Reserves that met certain criteria and success in branding

and marketing of local products, which are eco and environment friendly. Lessons

learned from these case studies are summarized below, parts of which have been used for

the formulation of the marketing strategies in this report.

For full detail of each case study, please see [appendix 1]

1. CONSERVATION MANAGEMENT AND BRANDING MODEL OF LAND

CRAB IN CHAM ISLAND. A good lesson learned from using label to control exploitation of the crops:

• Application of an effective co-management model among stakeholders.

• Management on the exploitation of products through the labeling process for products

that meet the current regulations and contribute to successful selling to the market,

helping to protect the product and improve people's lives.

T

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2. QUANG BINH ECOLOGICAL CO., LTD - TUYEN HOA HONEY A good farming and production management model

• 100% natural products raised and manage by the local community.

• Effective quality management from production to finished products.

• Clear and effective marketing strategies with good price strategy that suits consumer.

• Very good project for eradicating poverty through uplifted help in the buffer zone to

• reduce pressure on the forest

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3. MARKETING OF LOCAL PRODUCTS IN RHOEN BIOSPHERE RESERVE Excellent lesson learned from marketing its label

• The management apparatus is the cooperation of administrative units coordinated by a

Tripartite Management Agreement.

• Branding for the region was established based on the characteristics of clean air

environment. From there, building the brand name "All under one roof" was made for

products based on clean environment.

• Strategies to promote people's commitment are to make them feel proud of developing

strong regional identity; pride in their area and product.

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KEY FINDINGS “NATURE MADE” both intangible and tangible products from LBBR are considered as the

best vehicle to brand and market Lang Biang World Biosphere Reserves. However, over-

commercialization of LBBR’s “nature made” products will create greed, consequently depleting

Lang Biang’s natural resources, and will cause negative impacts on environment.

DaLat is a living example of over commercial production of vegetables and flowers. Many

beautiful parks and famous landscape gradually disappeared and yielded to massive scenes of

commercial growers, and the water, which was once pure, is now polluted with artificial

fertilizer and pesticides.

The below is the SWOT analysis into LBBR in terms of marketing. The marketing strategies for

LBBR have been developed, taking into consideration the SWOT analysis.

SPECTACULAR NATURE

MARVELOUS VIEW

UNIQUE TRIBAL CULTURES

ABUNDANT ARGRICULTURE PRODUCTS

LACK OF ORGANIZATION FOR CERTIFICATION

WEAK ENVIRONMENTAL PROTECTION ENFORCEMENT

HIGH POVERTY RATE OF NATIVES

POTENTIALLY HIGH VALUE FOR “NATURE MADE” FOODS

AND ORGANIC PRODUCTS

ECO TOURISM DEVELOPMENT

EMVIRONMENT EDUCATION

DEFORESTATION FOR FARMING

OVERUSED CHEMICAL FURTILIZERS AND PESTICIDE

FADING OF TRIBAL CULTURE

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IDENTIFICATION AND

RECCOMMENDATIONS FOR LBBR’S KEY

“NATURE MADE” PRODUCTS

NATURE MADE PRODUCTS Considering the uniqueness of LBBR, nature of products in around LBBR and lessons learned in

other BRs as well as eco-friendly image that “Nature made” is given to consumer and visitors, it

is considered truly appropriate to use “Nature made” as a characteristic for marketable products

and services in LBBR.

“Nature made” Products are defined as products meeting with the following 2 conditions (1)

products and services provided by community members/ companies living/operating within

LBBR, (2) products and services provided in eco-friendly manner and/or products contributing

to the conservation of LBBR and to sustainable development of communities within LBBR.

1. REVIVING LOST ARTS & RESTORING FADING

CULTURE HERITAGES Maximizing the uniqueness of local-ness of LBBR by reviving the native K’Ho’s struggling

weaving handicrafts can create powerful branding signature for Lang Biang’s “Nature made”

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products through unique packaging. This effort is not only preserving the fading arts. It also

creates jobs and brings added brand’s value to LBBR nature made.

Example of commercialized traditional Arts & Crafts

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2. IDENTIFIED LBBR MARKETABLE “NATURE MADE”

PRODUCTS The following are keys products found to be marketable LBBR “Nature made”.

For full detail of finding See appendix 2

A/ Key agriculture products found and their current situations

Persimmons, Coffee, Artichokes, and Taro, the main crops of LBBR, are unique for their

rich tastes and nutrients and they have good possibility to meet the conditions of “Nature

made”. However, while the supply is abundant, the income of growers remains very

modest due to dependence on expensive and un-environment-friendly chemical fertilizer,

lack of product diversification know how, and unsafe food safety practice etc. Most of

growers end up sold their goods as raw materials for very low profit.

RECOMMENDATIONS

1. Persimmons is considered the most natural crop without dependent on chemical

fertilizer, therefore, is surely a “Nature made Product”, however, the income of growers

is at mercy of the whole sale buyers from the city.

Suggestion; Adoption of a new way of processing the crop will give this crop a better

taste and higher yield of income. It is also suggested to consider better branding and

packaging to attract consumers.

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2. Coffee in Dalat is considered the best in Vietnam, however it is heavily dependent on

chemical fertilizer. While abundant in supply, there is lack of local unique coffee blend

and very few growers produce organic coffee.

Suggestion; Piloting more environmental friendly way of growing coffee should be

implemented and creating special blend that are sold exclusively under the brand of Lang

Biang should be pursued.

3. Artichokes has been a signature plant in the area for century. With its nutrition value,

artichokes are utilized as good tea, a favorite flower for gourmet dishes, and a sleep

remedy. Recently, with high demand of the crop chemical fertilizers/ pesticide have

heavily been used to yield higher volume. Over-production could make Artichokes

unsafe products to consume, especially in tea category.

Suggestion; better practice of its production should be introduced to ensure food safety

(Ex: Viet GAP), more diverse products and better packaging.

Example of local gourmet made of artichokes

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4. Taro is considered as a tradition crop in the LBBR. Thanks to the unique property of the

soil Taro within LBBR is attracting lots of attention for its nutrient and unique taste. It is

considered as “Nature made” and an upcoming specialty of Lang Biang. However, the

drawback of this particular crop is a seasonal crop and thus, supply is limited.

Suggestion: More R&D for Taro products should be undertaken to be sold at all seasons

in the form of powder, chips, dry and frozen etc.

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B/ Nature made water (Forest’s water also known as sky water)

Natural water from LangBiang plateau is known for its pureness and quality. This unique

water source is a stream in virgin forest of LangBiang. It does not carry unwanted

minerals like the mineral water from underground wells. The water is surely a “Nature

made Product”.

To prevent over-exploitation of this unique limited water resource, this water will be

marketed as 100% Nature made and sold only within the LBBR and its surrounding area.

It is recommended to sell to all business and travelers to LBBR and surrounding areas

only this water as “PRIDE” of LBBR, a truly local unique product.

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C/ Eco Tours / Environment Educational and Conferences

Culture heritage and nature resources packed with ancient forest with rare wild life.

LBBR is an ideal hub for visitors, institutions and explorers to sponge in rich history and

mother-nature wonders.

Ecotourism and environment education activities, which could benefit from LBBR

endowed with the above mentioned cultural and natural resources, are considered as

“Nature made” because they contribute to conservation of LBBR as well as to sustainable

development of communities of LBBR.

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QUALIFIED “NATURE MADE” AS PART

OF LBBR BRANDING BIG PICTURE

Sustainable LBBR “Nature made” is an integral part of LBBR future. Sustainability is an

issue in the value for marketing activities. The most important thing in terms of securing

sustainability is to provide/sell reliable and qualified products to consumers on a sustainable

basis with an organization to secure the quality. However, due to lack of feasibility to

establish a certification organization for “Nature made Products” in LBBR for the time

being at least, it is recommended to make a partnership with environment conscious

companies and to use their certificate system to ensure quality of the “Nature made

Products”. As such, it must aim to deliver the following recommendations to its members:

1. A framework for safe productions practices targeting manufacturers should be

established to protect the environment while efficiently and economically producing

quality products

2. A program should be developed for ensuring companies to operate with a goal of

improving their operational practices on a sustainable basis

3. A program should be formulated to ensure fair trade and practices between producers and

growers

4. An external audit structure that improve credibility with regulators, policymakers,

retailers and consumers. An audit structure with integrity and rigors to comply with

market expectations.

5.

Example of audit organization structure

6. A failure to observe LBBR environmentally friendly rules could lead to sanctions and

consequently outcast producers, growers from using the LBBR branding image.

3

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QUALIFICATION TIERS

LEVEL 1:

*

“CERTIFIED LOCAL MADE” means certified resident producers of LBBR

by a certification organization to be established in the future that use strictly

100% LBBR Nature made materials, utilize at least 80% of local labors, follow

safe farming practice standards, and practice non- discrimination and provide

equal opportunities to all.

LEVEL 2:

*

“BUSINESS PARTNER OF LBBR” means certified companies that uses

materials produced in an eco-friendly manner including at least 60% of

LBBR Nature made materials within their product’s formula, utilize at least

80% of local labors, practice non-discrimination and provide equal

opportunities to all.

And it is also means certified companies that provides services to customers

such as visitors which contributing to sustainable development of

communities in LBBR without causing negative impact on nature.

LEVEL 3:

*

“FRIENDS OF LBBR” Supporters, donors, volunteers etc.,

(*) All of the above qualifications standard are suggestions only, further policies formulation

will be set and serves for future qualification standards.

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MARKETING LANGBIANG WORLD

BIOSPHERE RESERVE

A/ FINDING SUSTAINABLE WAYS TO KEEP LBBR ALIVE

It is recommended that the following activities should be undertaken by the branding

committee of LBBR MB for marketing “Nature made Products” and promoting LBBR.

1. CHALLENGES AHEAD

1.1 Local business for “Nature made” products

• Make partnership between LBBR and local business through promotion activities on

LBBR and Nature made products

• Maximize the use of “Nature Made” materials in their products

• Manage a safe, clean and ethical way of producing products

• Make fair practice toward communities within LBBR

• Formulate and follow “Nature made” standards

1.2 Local community for “Nature made” products

• Produce products in an environment-friendly manner

• Buy and use “Nature made” products

• Practice and keeping LBBR heritage alive

• Take pride in LBBR by keeping the community clean and green

• Organize community events to make promotion for Nature made products

1.3 Visitors/tourist for “Nature made” products

• Buy “Nature made” products and enjoy exclusiveness of LBBR when visiting it

• Become friends and be part the wonders of LBBR through making membership

donation and/or taking part in community activities

• Try to make ambassadors out of the visitors who promote LBBR on their own will

1.4 Worldwide support for LBBR

• Seek funding through Corporate Responsibility (CSR)

• Seek funding and expertise from others Nature Conservation Organizations

• Seek personal donation from Natural lovers

The below diagram shows the interrelationship of the above activities for achieving the goal

of marketing Nature made Products and of promoting LBBR.

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2. PUBLIC AWARENESS CAMPAIGN SUGGESTION

In order to make successfully marketing Nature made Products of LBBR it is indispensable

to make the public well aware the value of LBBR. Thus, it is suggested to make public

awareness campaign on LBBR. The following is a diagram to show a way of how to

undertake the public awareness campaign.

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2.1 INTERRELATIONS WITHIN LBBR NET WORK AND PUBLIC SUPPORTS

In networking campaign to all nature conservation organizations, World Biosphere

Reserves and related organizations LBBR MB (branding committee) should

professionally show facts stating LBBR worst and LBBR best scenario, and explain why

it needs help. On the other hand, finding public supports needs a little emotional tone in

communication and manner. It is crucial to tell the public that LBBR is part of a

worldwide protected area network, LBBR is a treasure that needs conservation, and their

benefit is a better quality of life through nature conservation.

PURPOSES: Seeking Expertise supports and conservation funding

COMMUNICATION TOOLS: Digital and Social Network

2.2 ENGAGING TOUR OPERATORS AND CITY’S OFFICIALLY RECOGNIZED

FESTIVALS AND EVENTS

It is suggested to organize official festivals and events under a slogan “COME AND

CELEBRATE AMONG FRIENDS, LBBR MONTH”

Own a day for Festivities — City, Province wide events provoke pride among local

citizen to spark and inspire nature conservation of Lang Biang. Resulting in richer life,

more tourism and business opportunities

PURPOSES: Provoke pride among local citizen to conserve LBBR and increase tourism

and business opportunity.

COMMUNCATION TOOLS: Citywide events, digital Network.

2.3 SCHOOLS, INSTITUTION, AND CITY INVOLVING IN PUBLIC OFFICIALLY

RECOGNIZED EVENTS

Regular citywide events involving schools, institution and residents of Dalat and

surrounding areas to clean up and plant more tree instead of cutting them down.

Appreciate the nature as their own treasures. The treasures that contribute to the

making of life that live in LBBR and more.

PURPOSES: Keeping LBBR clean, better managed, and educate local to preserve

instead of exploiting.

COMMUNCATION TOOLS: Citywide events, digital and below the line.

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2.4 CAMPAIGN ENCOURAGE CO-OPERATION BETWEEN LBBR MB,

FARMERS AND LOCAL BUSINESES

Marketing “Nature made” products of LBBR should be accompanied by encouraging the

residents of Lang Biang to strive for producing environmentally friendly and unique

products of Lang Biang

Safe farming process should be established to provide safe and environmentally friendly

products, which contribute to better life and sustainable farming.

FAIR TRADE —Local business should be fair to farmers, land owners, and workers to

create win-win situation for all.

LBBR is our life, and we must keep it “alive” and healthy.

PURPOSES: Produce good Nature made products, promote fair trade practice which

yield higher income for farmers, resulting in no need for invading forests.

COMMUNCATION TOOLS: CSR programs, Conferences, training programs

corporate campaign utilize digital and social media.

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B/ LBBR COMMUNICATION APPROACH Well known value of LBBR among the business society and the public is a premise in the

successful marketing of “Nature made” products of LBBR. Thus, promotion of LBBR should be

prioritized. However, there remain myths, which somehow prevent the proper understanding of

LBBR. The following is an example of myths and fact.

1. MYTH

1.1 A sleeping beauty

“It has stunning and charming landscape, but I have nothing to do there beside hiking

and taking photograph”

1.2 1.2 A far far away land

“I’m afraid of its height and low temperature. I’m also scared of mosquitoes and

leeches…How can I survive there without Facebook?

1.3 1.3 A same same “highland”

I have been in Buon Ma Thuot (Dak Lak), so I don’t want to go to Lang Biang because I

think it’s just the same as other highland areas”

2. FACT

Lang Biang is not what you think, it is spectacular, it is so close and you can see it from

the city, it is embarking a rich culture community where legend lives. It feeds and

protects lives for generations. It is our roof, and it is alive. LANGLIANG IS ALIVE!

The following is communication approach to inspire people and businesses to get proper

understanding of LBBR.

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3. COMMUNICATION MESSAGES: INSPIRING PEOPLE WITH A TWIST

I’m Lang Biang, and I’m “ALIVE

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IDENTITY AND LABELING LBBR Building LBBR brand by solely depending on its reputation, products or services in today’s

world is no longer competitive. Embarking on the creation of a visual identity for LBBR will

properly convey its message to ensure better communications and to promote the pride of LBBR

community.

Clipper Indochine (Cli2per) is pleased to submit the following full Identity operation manual of

LBBR. This graphic identity operation manual will reflect LBBR clear communications and

management through our designed visual aids management system and visual materials to ensure

seamless communication among LBBR managements, employees, associates departments and

general public communication meet seamlessly.

As LBBR brand designers, Cli2per believes that the best kind of identity is one that grows in

richness through use and application, one that, unlike a rubber stamp, does not depend on

uniformity and repetition to be effective. Cli2per thinks that the best kind of identity for LBBR

is the one that belongs unmistakably to the organization it represents, rather than to the design

firm that created it. And Cli2per believes that the best kind of identity is one that communicates

simply and effectively with an organization’s audience. In short, identities that are fluid, flexible,

appropriate and engaging is our ultimate goal.

The BRAND IDENTITY AND LABELING LBBR were approved by the provincial People's

Committee at the decision number 6395/BQLKDTSQ on september 25th, 2017.

For full detail of finding See appendix 3

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RECOMMENDATIONS FOR

POTENTIAL DEVELOPMENTS We’ve got an amazing idea, an awesome natural asset and a set of wonderful products and

services. we’ve gone as far as building an identity for LBBR, and now it’s time to get the word

out. We want everyone to know what we’re doing, sharing our treasure, our identity, and in

return we’d like the world to love and share our visions beyond all borders.

The following recommendations are designed to get started with LBBR marketing, whether

we’re trying to introduce LBBR as a friend to visitors or attempting to blend LBBR economy

into existing activities in and/or around LBBR.

A/ FINDING FANS & FRIENDS SUPPORTS “MAKING LANGBIANG

TRADE MARK A SYMBOL OF FRIENDSHIP AND A PROFITABLE IDEA”

Nature lovers, travelers, visitors are LBBR’s largest group of fans and friends. A campaign

asking our friends to join force of preserving what they have come to see. Join LBBR

membership for one humble dollar per year, and our friends can proudly wear a wristband

calling his/herself as “I am LangBiang”.

The campaign will target tour operators, transport companies etc., for example: Dalat Tourist

alone host a record of 5.2 million visitors in 2016 and continue to rise.

A- well- managed campaign, and a good transparent fund management would generate a sizable

fund to support LBBR to manage part of its needs such as operations and programs generation.

In addition, the campaign merchandising not only generate profit, they generate jobs, and they

are the best souvenirs from local artisan. Yet, they are the best way for LBBR Branding recall.

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B/ FARMER’S MARKET, A MARKETING STRATERGY

FOR LBBR’S NATURE MADE PRODUCTS

In this sector, the Farmer Market concept is suggested for further strengthening LBBR brand,

and which ensure that foods sold directly by farmers to consumers. LangBiang Farmers'

markets may be indoors or outdoors and typically consist of booths, tables or stands where

farmers sell fruits, vegetables meats, local flavors and sometimes prepared foods and beverages.

LangBiang Farmers' markets reflect the authentic LBBR local culture and economy. The size

of LangBiang Farmers' markets may be just a few stalls or it may be as large as several city

blocks depending on space availability and/or event it holds. Open year-round (if permissible).

It offers LBBR 5 key seasonal crops like persimmons, Artichoke, Taros, Coffee &Tea and a

variety of non-farmer/non-producer vendors, packaged foods and non-food products such as;

Environment Educational tour, Culture tour, Adventure tour etc., Furthermore, it is a place

where friends are made, business partners are benefitted, and LBBR true colors to shine.

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Our goal is to help farmers better their products, raise their income earning through modern

process and better packaging. However, we must be careful of how to market these products

within the limit of supply capacity of LBBR only to prevent greed, over exploiting crops, and

jeopardizing LBBR’s pristine environment.

Introducing LBBR’s 5 key Nature made products in Lang Biang’s Farmers

Market, it is featuring fresh products from the farms display and sold under

the natural sun.

100%

natural,

honest foods

with out

additives,

fake lights

and mist

machine.

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C/ BE VISIBLE WHENEVER POSSIBLE

Cultural festival such as Dalat Flowers Festival takes place every other year in Da Lat city, Lam

Dong, Vietnam and some other localities in Lam Dong province. The festival is held with the

purpose of exhibiting flowers, vegetables and ornamental plants from the local as well as other

regions within the country and many other countries in the world in order to attract visitors to

come to Dalat, and to promote economic development of the city. Dalat Flower Festival is also

an activity honoring the value of flowers and floriculture, calling for investment in Dalat flower

industry as well as promoting a positive image of the city, the culture and the people of Dalat.

1. DALAT FLOWER FESTIVAL

Up coming from 23th Dec 2017 to 27th Dec 2017

Theme: DaLat Flowers – “miracle from the good earth” the perfect theme for LBBR to be

visible and launch its Identity. The perfect opportunity to display LBBR products, and

recruiting members of both individuals and businesses.

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OTHER’S POSSIBLE FESTIVALS TO BE CONSIDER:

2. DALAT TEA FESTIVAL: EVERY 2 YEARS EVENT

Da Lat /Lam Dong organizes tea culture festival for every two years to honor tea sector

and tea producers in and surrounding LBBR. This is the occasion to affirming the

strengths and potentials of Lam Dong tea, the event attracts Tea brands across the country,

buyers and visitors from all over the worlds.

Tea and Coffee producers in LBBR are suggested to boost its name brand and products in the

festival.

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3. GONG FESTIVAL IN HIGHLANDS

The Cultural space of Gongs in Central highland was recognized as the oral work of art

and the intangible heritage of human by UNESCO on 15 November, 2005. After Hue

Court Music, this is the second heritage of Vietnam to be given this title.

It is a great opportunity for LBBR to introduce its culture services. The services that

display crucial intangible treasure of K’Ho culture in LBBR.

4. STREAM GENIE WORSHIP CEREMONY

Praying for good things in coming year. It is one of the most important festivities of Ma

minority. It is organized in the middle of March every year with the purpose of expressing

their gratitude towards Water God for the life it has been giving to the people.

Worshiping God includes Land God, Water God, Mountain God and their ancestors. Ma’s

villagers tidy all streams and water-spouts then gather at their chosen stream where the

noble medicine man perform the ceremony with offerings.

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The spirit of this festival would match the potential pilot product of “sky water” from

LBBR, which is currently branded as D’la LangBiang (French—from LangBiang)

Festivals take place almost year round within LBBR, thus, it is suggested that LBBR participate

in all as much as possible. It is not only to strengthen LBBR’s brand. It is also to show that

LBBR knowledge of all cultures and lives is reflecting LBBR as a Living World Biosphere

Reserves.

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PILOT PRODUCT OF NATURE MADE

(1) “SKY WATER” The following recommendation of pilot for nature made product involving forest water resource.

This particulate product is taking full advantage of mother nature for the quality and unpolluted

water resource from the mountain forest of LBBR combining with technology from Japan, D’la

LangBiang is maybe one of the best drinking water compared to other famous drinking water

resource around the world.

At 2000m hight, in the cloud belt, water vapor is always saturated, absorbing the essence of

heaven and earth. The water droplets that are deposited on each the bough, leaf of LBBR's vast

primary forests where create the purity that nature offers to humans.

Brand name : D’la LangBiang The brand name was carefully orchestrated with the French

heritage of Dalat and the K’ho heritage of LangBiang.

In French : “from LangBiang”

Local sound : “Đạ” has the meaning of water (stream, water fall, etc.,)

K’ho traditionally only settle by the water, and all K’ho

Villages name begin with the word “Đạ”.

Positioning : Sky water not minerals water

Our goal : To produce unique world’s quality drinking water, forest water naturally

filtered without jeopardizing natural micros and minerals.

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Our ambition : It is recommended that LB-BR MB should encourage all people of Dalat to

take pride in drinking LBBR’s water and that business partners should be

encouraged to serve only LBBR water in all business and services.

LBBR benefit : Generate income for LBBR

People benefit : Business opportunities, job generations, pride of the “local brand”

Tactic: Only sold in Dalat, making it a rare commodity for visitors and avoid over

exploitation of the LBBR’s natural resource.

Bottled water with disposable PE with reverse LBBR logo for Local made certification

Glass reusable bottle to reduce plastic use.

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Method of selling: In strategically positioned reusable bottle refill station or fill it yourselves

(FIY) through vendor machine at transportation station, tourist area, and

every street corner of Dalat. The FIY station will enable consumers to buy

as little as 300mml to 10 litters or more for family usage.

Effective ads: The branding committee of LBBR MB should embark on ads campaign for

D’la LangBiang water via out door advertising, banner on Web etc. The

following is examples key visual expressing look and feel of the campaign.

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PILOT PRODUCT OF NATURE MADE

(2) “PERSIMMON” Persimmons commonly known as “HỒNG”, it is LBBR’s best eco friendly Agriculture products,

and it is often found in open market and road sides for a fraction of what it is worth in high end

supermarket. This situation could be changed and improved to help famers yield higher income

in the marketplace by better process, packaging and labeling. Better packaging is the best way to

marketing LBBR’s persimmons and agriculture products. The packaging and labels should be

bold, clean, clear and environmental friendly. The Labels must have properly dated, point of

origin, usage information to achieve proper taste, and a clear pricing system.

Let’s take a look at Persimmons LBBR’s best eco friendly seasonal fruit. The following are

current situation and our recommendation of better processing, communication, packaging,

labeling and marketing through various venues and channels.

CURRENT PROCESS BETTER PROCESS FOR BETTER TASTE

CURRENT OUR SUGGESTION

Current Common Suggested Suggested better Premiums Marketplace plastic bag label on bag zip-lock bag carrying bag

LABELS AND PACKAGING (see Brand Identity for more details)

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Since the persimmons supply is limitted, the best place for persimmons and products alike is to

distribute and sell through local store, open market and/or LBBR Farmers Market.

Out of home marketing and internet advertising are recommended for efectiveness and at an

affordable budget. Followings are some communication message and suggested ads examples.

INSIGHT

Persimmons is the most Ecofriendly fruit in Langbiang, and it is the sweetest fruit found.

COMMUNICATION MESSAGE

“The sweeetest spot in LangBiang”

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Example for nternet banners messages

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Example of Bill boards and out of home ads